Analysis of Moving Images in Fashion Stores in Stuttgart

Today, digitalization is firmly anchored in society and business. It is also recognized to have a significant impact on the retailing sector. The in-store display of moving images has so far, however, gained little attention by researchers. The aim of this research is to provide a first estimation of the current state of motion picture distribution in stationary retail stores. A store check was the basis for analysis and evaluation. In sum, 152 stores were analyzed in Stuttgart, Germany. Out of 152 observed stores, 62 stores showed 177 moving images. Detailed analyses about content, mood, color and the actors of moving images showed that all aspects are very well harmonized with the target group of the store. The chapter provides a basic estimation of the in-store diffusion of moving images. Thereby, avenues for further research are opened up.